Analýza faktorů ovlivňujících image maloobchodní jednotky

Abstract

This bachelor thesis deals with the factors that influence the image of the retail unit, analyzing the two main influences that affect the image of the given hypermarket most, namely the employees and the customers. The aim of the thesis is to identify deficiencies and aspects that negatively affect the image of society.

The first part of the bachelor's thesis explains the theoretical background, which deals with the issue of influencing the behavior of the company on the market and consequently with the creation of its image. For the subsequent examination of a certain image of the retail unit, the theoretical part also elaborates the characteristics of the researched retail.

The methodological part is divided into the preparatory and implementation part, where the research procedures are elaborated in more detail. The research includes two Likert Scale questionnaires focusing on the two main influences of the company, including customers and employees. Questionnaires were created for each sample separately. The problem is solved in the analytical part, when the selected sample files evaluated the shortcomings of the retail unit from the questionnaire. The identified causes of negative effects on the image of the hypermarket were analyzed and summarized. The main result of the Bachelor Thesis was to find out which specific factors affect the reputation of the selected retail. By analyzing the two main influences, the main shortcomings of the hypermarket were found and proposals were made to eliminate or eliminate these effects.

The main benefit of this work is finding and understanding hypermarket weaknesses that affect the image of the company. The company can focus on its shortcomings, thus creating its reputation and improving the image of the company. This will also result in customers being more receptive to the retail unit.